Some users have browser plug-ins that prevent certain
advertisements from appearing in their view. Other users simply
tune out advertising all together. However, Twitter is testing
new ways to integrate advertising and the purchasing process
directly into our social media experience.

In early September, Twitter released an official blog post about these tests
that allow brands to post Tweets with a small blue "buy"
button. Users who select that option are shown a screen that
contains their payment and shipping information, an interface
built into Twitter. The accompanying promotional video asserts
that "your payment information is stored securely." After the
user taps "save and continue," they get to review the
purchase. Twitter then emails a confirmation receipt of the
purchase.

So far, only a few accounts in the United States have access to
this "buy now" feature. A limited number of brands and artists
have tested sales directly through Twitter. The pilot includes
several musicians and bands, such as Wiz Khalifa, Paramore,
Megadeth, Soundgarden and The New Pornographers.

It seems Twitter has been priming its social networking platform
to include extensive advertising and payment systems for quite
some time, having acquired ecommerce startups MoPub, TapCommerce
and CardSpring.

MoPub specialized in demographic
targeting, allowing brands to connect with prospective
customers using location-based technologies. TapCommerce has helped app companies
discover their ideal mobile audiences, driving increased app
downloads and installations. In July, Twitter took over CardSpring, a company that helps
break down the boundaries between online and brick-and-mortar
shopping. Their systems allow users to add online discounts
directly to their payment information and take advantage of
the deal at retail locations.

However, another social media uprising has been popping up in the
media lately, one that is critical of the mix between advertising
and social media. Ello.co has experienced an explosion of
viral interest, with up to 38,000 signups per hour. Ello has
some very lofty goals, taking a sharp stance against
advertising and the use of your personal information in
marketing efforts. In the company's WTF section, the Ello
manifesto states, "We believe a social network can be a tool
for empowerment. Not a tool to deceive, coerce, and manipulate
— but a place to connect, create, and celebrate life." Many
social media experts are keeping a close eye on the Ello beta,
to see if they're able to maintain their promise of no
advertising.

For now, Twitter's payment system is still in testing. However,
it is likely that they'll be expanding their list of supported
brand names and payment options. Your social media account and
wallet are about to get a little closer.